ITV, Channel 4 and UKTV are changing the way viewers can access certain content online with two major new deals announced this week.
- Programmes from channels including U&Dave to appear on Channel 4’s streaming service.
- ITVX opens up to Prime Video users.
The streaming landscape is overflowing—with apps, options, and logins.
Broadcasters, having spent years developing standalone platforms with their own branding and access systems, are now facing a familiar challenge: reaching audiences in a crowded online space.
In response, some are shifting strategy. ITV has just made its premium streaming service available to Prime Video users. And starting early next year, Channel 4 streaming will host content from UKTV’s “U” service, including Big Zuu’s Big Eats (pictured), Bergerac and MasterChef Australia – all accessible through a single app and login.
ITVX on Prime Video
With immediate effect, ITVX Premium is now available in the UK as an add-on to Prime Video, meaning you no longer need to switch apps to watch ITV shows. Through ITVX Premium on Prime Video, viewers have access to shows from ITV1, ITV2, ITV3, ITV4 and ITV Quiz.
Additionally, as part of the Premium element of ITVX, there’s extra content including 100s of more films and shows and the entire BritBox catalogue. ITVX Premium is available for £5.99 a month.
Importantly, Amazon Prime Video users can use their existing account to add ITVX Premium through Prime Video. All subscription and billing matters will be handled through Amazon.
Useful to know
- If you already subscribe to ITVX Premium via the ITVX app, you won’t be able to login and access through Prime Video.
- If you have a Fire TV device you can either access ITVX via the ITVX app, with an ITVX login, or you can access ITVX through Prime Video using your Amazon Prime login credentials.
Channel 4 and UKTV’s U
Channel 4 and UKTV have signed a multi-year deal to bring thousands of hours of free content from UKTV’s U service to Channel 4 streaming. Starting January 2026, viewers will be able to stream shows from U&Dave, U&Drama, U&Eden, U&W, and U&Yesterday directly through the Channel 4 app and login.
Featured programmes coming to Channel 4 Streaming include Outrageous, Bergerac, Big Zuu’s Big Eats, Bangers & Cash, Pete Wicks: For Dogs’ Sake, plus BBC classics and acquisitions like The Office, Red Dwarf, QI, The Count of Monte Cristo, and MasterChef Australia.
Once integrated, there’s no need to continue using both Channel 4 and U – you’ll be able to just use the Channel 4 app for everything.
Whether this deal will cannibalise the U app in the long term remains to be seen. But for now, the standalone U app will continue for those who perhaps don’t use Channel 4 streaming or prefer the U app interface.
Responding to the news of the deal, Marcus Arthur, CEO UKTV, said:
“Following record viewing to our U streaming service last year, I’m delighted to be expanding our relationship with Channel 4 through this carriage deal and offering viewers even more opportunities to watch U’s rich mix of content. UKTV has a successful history of building scale through partnerships, and this exciting opportunity demonstrates the power of media companies collaborating to drive sustained growth, with clear benefits for UKTV, Channel 4 and above all viewers.”
Consolidation in the streaming market has already started in earnest elsewhere in the world. Earlier this year, France’s public service broadcaster announced a tie-up with Amazon Prime Video. Meanwhile, France’s biggest commercial free-to-air channel joined up with Netflix in a deal that will allow subscribers there to access TF1 content and live streams alongside Netflix’s content library.
By: Marc Thornham | Image: UKTV and Channel 4